Good morning, sellers! Welcome to February 13, 2026’s edition of your daily Amazon briefing.
Today we’re covering Amazon Ads reporting + Sponsored Brands format shifts, critical policy updates, fresh opportunities in EU everyday categories, and the compliance changes you need to know before they hit your account. Let’s dive in…
Data timestamp: February 13, 2026, 8:42 AM ET
1. TOP STORY OF THE DAY
What happened:
Amazon Ads switched reporting for Amazon Store ads to a new attribution methodology—shopping-signal enhanced last-touch attribution—with Purchases, Sales, and ROAS under the new methodology becoming standard reporting. All views metrics (14-day window) remain available as separate metrics. (advertising.amazon.com)
Why it matters:
- Profitability/PPC efficiency — If you optimize to “standard” ROAS without realizing the attribution model changed, you can cut spend on campaigns that are still creating discovery demand (now credited differently). (advertising.amazon.com)
- Decision risk — Any internal benchmarks (target ROAS, incrementality assumptions, reporting dashboards pulling “standard” metrics) can drift overnight if they’re not pinned to the same attribution definition. (advertising.amazon.com)
Expert take:
Amazon is tightening attribution to better reflect where it believes discovery happens (early browsing/category intent) while compressing the reporting window for “standard” conversions. That nudges sellers toward (1) cleaner funnel measurement and (2) less reliance on generous view-through credit when defending spend.
Action items:
- Do now (15 minutes): In your reporting stack, label and separate “standard” vs Purchases (all views) / Sales (all views) / ROAS (all views) for Amazon Store ads—then re-baseline targets for each. (advertising.amazon.com)
- Do now: If your BI pulls via API, confirm which fields your dashboards ingest and whether they defaulted to the new standard. (advertising.amazon.com)
- Wait: Don’t change budgets off a single day’s post-change ROAS—force a short hold period so your team doesn’t “optimize” into under-spending. (advertising.amazon.com)
Sources: (advertising.amazon.com)
2. AMAZON POLICY & PROGRAM UPDATES
A) Selling Policies & Terms
- Unavailable — No new verified U.S. policy bulletin in the last 24–48 hours surfaced via accessible sources (Seller Central announcements are not consistently crawlable in real time).
B) FBA & Fulfillment
- 2026 U.S. fee update reminder (effective January 15, 2026) — Amazon’s published 2026 update reiterates FBA fees increased by an average of $0.08 per unit (effective January 15, 2026, unless otherwise noted). Treat this as “done,” but use it as a baseline when auditing Q1 margin compression. (sellingpartners.aboutamazon.com)
- EU fee reductions (timing differs by source—verify per marketplace) — Amazon’s published EU update outlines average fee reductions and category-level referral fee cuts (with some changes listed as effective December 15, 2025 and January 5, 2026 on the official Amazon blog). (aboutamazon.eu)
- Note: A Seller Forums EU post shows certain items “going into effect on February 1, 2026,” which conflicts with the Amazon blog’s stated January 5, 2026 date for some changes—EU sellers should verify the effective date inside their specific marketplace fee page before repricing. (aboutamazon.eu)
C) Advertising & Marketing
- Sponsored Products / Sponsored Brands “Prompts” (open beta, U.S.) — Sponsored Products prompts and Sponsored Brands prompts are automatically enabled (with reporting/management in Ads Console). Listing content quality (bullets/A+/description) now directly influences what the prompt answers can safely pull. (advertising.amazon.com)
- Sponsored Brands “Collections” format change (3–10 ASINs; no custom headline/image) — Widely reported rollout beginning January 28, 2026: new Sponsored Brands collections allow 3–10 products, with optional AI selection and reduced creative requirements. Unavailable (official Amazon Ads doc not found in today’s crawl)—treat as “monitoring,” but operationally prepare for campaign structure constraints. (linkedin.com)
- Sponsored Products video (feature videos, bid adjustments) — Newer ad format allows uploading multiple product feature videos and applying bid adjustments to increase video placement likelihood. If you’re struggling with differentiation in high-CPC categories, this is a defensible creative lever. (advertising.amazon.com)
D) Compliance & Safety
- CPSC enforcement posture remains seller-relevant — The U.S. CPSC finalized an order outlining remediation plans for hazardous products tied to FBA distribution scenarios (not new today, but the compliance takeaway is current): expect faster suppression/removal pressure when products intersect regulated safety issues (CO detectors, certain hairdryers, children’s sleepwear flammability examples in the order). (cpsc.gov)
- Action: If you sell in Kids, Personal Care electrical, or safety devices, run a weekly audit of certifications/test reports and keep them retrieval-ready.
E) Payments & Financial
- Unavailable — No verified Seller Wallet, reserve, or disbursement schedule change surfaced in the last 24–48 hours via accessible sources.
2A. FALSE ALARMS & NOISE FILTER
What’s circulating but NOT verified:
“Sponsored Brands product collections removed/custom creative disabled for everyone already”
- Status: Monitoring (not verified via an official Amazon Ads bulletin today) (linkedin.com)
- Why it matters if true: Breaks workflow for brands relying on custom images/headlines; forces 3+ ASIN structure. (estorefactory.com)
- What we actually know: Multiple third-party writeups and practitioner posts claim a phased rollout from January 28, 2026; treat account-by-account availability as variable. (linkedin.com)
3. MARKETPLACE OPPORTUNITIES & THREATS (verified only)
Opportunity: EU fee cuts shift pricing power in “everyday” categories
Setup: Amazon’s EU update describes reductions to referral fees in specific categories and expanded lower-cost fulfillment options, designed to lower seller per-unit cost on eligible items. (aboutamazon.eu)
Math: If your EU SKU sits near the price thresholds cited (example: Clothing & Accessories fee moving 8% → 5% at/under £15/€15), the contribution margin swing can be multiple points on low-AOV items. (Exact impact depends on price, category, and whether you qualify at the threshold.) (aboutamazon.eu)
Who this fits: High-velocity EU sellers in Clothing & Accessories, Home Products, Grocery, Pet, Vitamins/Supplements with pricing near the cutoffs. (aboutamazon.eu)
Window: Effective dates vary by change and source—verify your marketplace’s posted effective date before pushing reprices live. (aboutamazon.eu)
Execute (today):
- Pull top 50 EU ASINs by units—flag those within 5% of fee-threshold price points.
- Re-run unit economics with the updated fee tables in your market.
- Test a price drop to capture rank (funded by fee savings) or keep price and bank margin—choose one per ASIN, not both.
Sources: (aboutamazon.eu)
4. TOOLS, SOFTWARE & AUTOMATION UPDATES
- Unavailable — No verified >20% pricing change or workflow-breaking tool update surfaced in the last 24–48 hours from major platforms (Helium 10/Jungle Scout/AMZScout) via accessible sources.
5. ADVERTISING & PPC INSIGHTS (high ROI, sourced)
- Re-baseline Store ads ROAS targets immediately
ROI impact: Prevents accidental budget cuts caused by the new “standard” attribution shifting what gets credit. (advertising.amazon.com) - Optimize listings for “Prompts” like they’re ad creative
ROI impact: Better bullet/A+ structure can increase prompt usefulness, improving CTR and conversion on auto-enrolled Sponsored Products/Sponsored Brands prompt experiences. (advertising.amazon.com) - Test Sponsored Products video on your top 10 paid keywords
ROI impact: When the SERP is crowded, interactive feature videos can defend CTR without purely buying position via CPC. (advertising.amazon.com)
6. INTERNATIONAL & CROSS-BORDER
- EU fee changes (confirmed via Amazon blog; details in Seller Forums post) — EU sellers should reconcile effective dates and thresholds inside their exact store (UK/DE/FR/IT/ES) because the public blog and forum post show different timing for some changes. (aboutamazon.eu)
7. SELLER COMMUNITY PULSE
Pattern recognition from forums:
- Early warning signals: One thread shows sellers receiving messages about branded listings being removed due to business location/eligibility claims (anecdotal and seller-posted, not an Amazon bulletin). (sellercentral.amazon.com)
- Workarounds in action: Unavailable—no repeatable, verified workaround surfaced in accessible sources today.
- Mistake patterns: Sellers treating Ads eligibility/restrictions as consistent across competitors—recent community discussion highlights perceived inconsistent enforcement for restricted-content ads eligibility (Reddit report). Unavailable as a generalized claim; treat as isolated report. (reddit.com)
Practical Q&A (appeared repeatedly—Unavailable):
Community pulse: Unavailable—forums quiet or inaccessible today (insufficient verifiable multi-post repetition in accessible sources).
8. COMPLIANCE & ACCOUNT HEALTH ALERTS
- Product safety documentation readiness (CPSC posture) — The CPSC actions emphasize that when products are deemed hazardous or noncompliant, remediation and removals can accelerate—especially for products fulfilled via FBA in scope categories.
- Do today: For regulated SKUs, centralize test reports/certifications in a single internal folder mapped by ASIN (and ensure the docs match the exact product configuration). (cpsc.gov)
9. DEALS, EXITS & ACQUISITIONS
- Unavailable — No verified aggregator acquisition or valuation multiple update surfaced in the last 24–48 hours via accessible sources.
10. LOOKING AHEAD
- Sponsored Products / Sponsored Brands prompts (beta behavior) — Expect reporting/controls to matter more as prompts scale; plan a weekly audit of prompt-driven placements once your Ads Console exposes the tab and metrics consistently. (advertising.amazon.com)
- EU fee effective dates — Confirm per marketplace as the public blog and forum post differ on timing for some items. (aboutamazon.eu)
11. KEY METRICS SNAPSHOT (when available)
Unavailable — No last-7-days benchmark dataset (CPC/ACOS/FBA fee baselines) surfaced from authoritative, time-stamped sources in today’s crawl.
CLOSING
Tomorrow’s Watch List:
- Any official Amazon Ads bulletin clarifying the Sponsored Brands Collections rollout scope (U.S. vs global; who loses custom creative first). (myamazonguy.com)
- Additional Amazon Ads attribution documentation updates beyond Store ads (whether similar methodology propagates to other report views). (advertising.amazon.com)
- Any new Seller Central compliance announcement tied to product safety documentation requests.
Question of the Day:
Which 10 ASINs would you stop advertising today if your “standard” ROAS dropped 20% overnight—but your all views ROAS stayed flat?
Quick Win:
Audit your Amazon Store ads dashboards for attribution definitions → Prevents mistaken budget cuts driven by the new “standard” model → Amazon Ads Console (Reporting for Store ads) + your BI/API field mapping. (advertising.amazon.com)